Abstract: Aromatic rice is one of the highest valued rice in the international market. Despite the fact that Vietnam is the leading rice exporter, its rice price is much lower than other competitors; thus, price is competitive in the aromatic rice market. The Vietnamese government has been trying to promote the adoption of aromatic rice to increase farmer's income and raise export value, but the growth of aromatic rice production is still not as large as expected. The study was conducted from November to December 2013 in the Mekong Delta as it is the main aromatic rice cultivation area mainly for exports, and farmers in this area were influenced by price control measures mentioned above. This study sought to evaluate determinants of aromatic rice's adoption and estimating willingness-to-accept aromatic rice's price premium by applying the Random Utility Theory and Contingent Valuation Method. The results reveal that not only communication with extension officers and knowledge transfer from attending field demonstration but also connections with private companies through contracts and access to seeds positively affect aromatic rice adoption. Furthermore, the mean of willingness-to-accept price premium between aromatic and low quality rice is estimated at 1,085 VND/kg. These findings suggest that a sufficient increase in market price premium of aromatic rice could be one of the ways to create more incentive forthe production of aromatic rice and reduce rice areas of low quality in Vietnam.